Immersive technologies such as Virtual reality (VR) and the Augmented reality (AR) are increasingly popular. Experts provide that the market virtual and augmented reality will weigh up to 300 billion Dollars in 2024. With the boom in virtual reality and augmented reality, there is often confusion on the difference between these two concepts. In this article, we will review the difference between virtual reality and augmented reality and present to you concrete examples of their use.
What is the difference between AR and VR?
If the two technologies involve a simulated reality, the AR and the VR Rest on different underlying components and are generally aimed at different audiences.
In the virtual realitythe user almost always carries a helmet covering his eyes, and headphones, to completely immerse yourself in the virtual world. The idea of the VR is to eliminate as much as possible real world and isolate the user. Once inside, the universe of VR can be coded To offer almost anything, from a lightsaber to lightning with Dark Vador to a realistic (but completely invented) representation of the earth. Today, the majority of VR applications are focused on the entertainmentespecially Games.
There augmented reality, As for her integrates the world simulated in the real world. In most applications, the user relies on the screen of a smartphone or a tablet to achieve it, pointing the telephone camera on a point of interest and generating live video animation On the screen. The screen is then covered with'Useful informationsuch as repair instructions, navigation information or diagnostic data.
However, the AR can also be used in entertainment applications. The Pokemon Go mobile game, in which players try to capture virtual creatures while moving into the real world, is a perfect example.
Advantages of augmented reality
Here are the main ones benefits augmented reality:
Advantages of virtual reality
Here are the main advantages of virtual reality:
- Learning immersive
- Create a interactive environment
- Increase in capacities working
- Convenience
- One of the most important advantages of virtual reality is that it helps you Create a realistic world so that The user can explore it.
- Virtual reality in the field of education makes education easier and more comfortable.
- Virtual reality allows users ofExperience an artificial environment.
Disadvantages of augmented reality
Here are the main drawbacks of augmented reality:
- He is very expensive to implement, to develop projects based on this technology and to ensure them Maintenance.
- The lack of confidentiality is a major drawback of AR.
- The current level of performance of AR devices is a major drawback.
- Lack of security can affect the general principle of augmented reality.
- An extreme engagement with augmented reality technology can lead to major health problems such as eye problems, obesity, without forgetting mental problems.
Disadvantages of virtual reality
Here are the main drawbacks of virtual reality:
- The VR becomes a lot more common In everyday life, but programmers will never be able to interact with virtual environments.
- Escape, Here is what virtual reality promises. However, there is a significant risk that many people now live in a parallel world without any connection with the real world.
- Training with a VR environment never has the same result as training and work in the real world. It means that if someone succeeds simulated tasks In a virtual environment, there is no guarantee that she will succeed in the real world.
Toms, a shoe company known for its social mission and its philanthropy. This company created the One for One® programwhich consists in donating a pair of shoes to a child in need for each pair of shoes purchased. But, transmitting to consumers the real impact of their purchases has always been a challenge.
TOMS A Used VR to create an immersive experience inside its stores. They used the virtual reality to create a film Entitled “A Walk in Their Shoes”, which Relates the trip of a skaterer who goes to Colombia to meet the child who receives the pair of Toms shoes free that he bought.
In a completely different register, iKea has launched an interactive experience called ikea place, which allows customers to reshape and virtually redecorate their kitchen Or their living room with more than 2,000 furniture. Users can interact with various furniture configurations and other objects as if they were actually in the rooms. They can edit or change THE colors and styles For Consider different variationsand precisely decide on the aspects that please them before buying.
Car manufacturers are also on the lookout. Volvo has created a complete VR applicationcalled Volvo RealityFor to offer to Buyers A test experience Completely immersive using a smartphone and a Google Cardboard helmet. THE buyers no longer need to go physically At a dealer to try The different models, Volvo Reality Place in the driver's seat And take them for a walk. Other car manufacturers, such asAudi, matters 1,000 VR exhibition rooms, follow the movement.
These experiences must be Targeted on segments that people appreciate. They will be able to identify to stores and to the brands that offer them.
Pokémon Go, which we mentioned at the start of the article, was the First consumer project Designed thanks to augmented reality. This very popular game used the geolocation And the cameras of the smartphones of its users to encourage them to visit public places in search of virtual loot and collecting characters. If it turned out to be extremely addictive – and has constituted A powerful force for marketing and Additional advertising income . The real genius of the game may have been in its ability to encourage users to go out and engage again in the physical world.
More recently, Walmart and Lego proposed an application allowing V consumersIsunize aspect and behavior Different Lego toys once assembled. So, for example, you can scanner The barcode of a Lego Star Wars toy unrecognized For see him interact With other toys from the collection, all on the store's floor.
Many other sectors -aviation, automobile, health and travel, to name a few-develop augmented reality solutions.
Companies are always looking for New and creative methods to reach consumers, and AR and VR – as well as personalization technologies – prove to be powerful tools To tell stories, visualize products and involve consumers. The use of these technologies for marketing is only in its infancy. And given their enormous potentialwe must expect revolutionary developments in 2022 and beyond.
